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Burberry beats Waterstones, John Lewis and Boots as best omni-channel experience on the UK high street

Burberry delivers the best omni-channel experience on the UK high street, research by Webcredible has found, following evaluations of platforms including online, mobile, tablet, in-store and social.

Burberry received an ‘excellent’ overall rating with 75.4 out of a possible 100, while Waterstones, which came second, scored 65.

Webcredible carried out the research into the level of omni-channel approach among popular UK retail brands to investigate how a well-developed omni-channel strategy can meet the changing demands of customers, and help brands improve sales, loyalty and business success.

Other brands on the list include Harrods, Ted Baker and Next.

Trenton Moss, founder and commercial director at Webcredible, said: “Omni-channel is the next step for businesses, and is essentially about doing multi-channel properly. Retailers should now be looking to develop an overarching strategy that puts the customer first, creating a seamless experience no matter what technology they are engaging with.

“Retailers and brands should get going as soon as possible to remain competitive, but need not implement a comprehensive omni-channel approach immediately - small initiatives and campaigns are a good way to start. It's all based on really knowing your customers, and reflecting what they truly want.”

Featured by The Drum